Heathrow needed Creative Triangle to create a visual identity and supporting marketing collateral for their internal campaign to promote the benefits of agile working. The purpose of this campaign was to highlight an agile working framework for all colleagues whose working styles suit alternative ways of working and provide the principles for consistency, inclusiveness and fairness needed to maintain an agile working environment. Agile working is one element of the airport’s strategy to make Heathrow a great place to work. It draws three Heathrow initiatives together into a single collaborative project. The development and design approval process involved many stakeholders from different departments including IT, the People team (HR), the Well-being team and the Sustainability team. As well as developing an engaging and impactful visual identity, Creative Triangle were tasked with rolling out the campaign across a variety of media including booklets, digital banners, film, posters, 6-sheets and more.

The solution: Using an illustrative approach, Creative Triangle developed an impactful and appealing look and feel for the agile working campaign. Adopting the #WorkSmart – Agile working is smarter working strapline, we were able to engage with the target audience and help to promote the benefits of agile working for the individual as well as for the company - maximising productivity, maintaining a good career-life balance for colleagues while supporting Heathrow’s sustainability pledge. 

Our approach: To support this culture change, we developed a fresh look using tickertape headers and we created icons to aid in the understanding of the definitions, principles and benefits. We were able to break up the information into digestible sections and use case studies to explain how agile working can work. 

The impact: The campaign was launched before COVID-19 but has since be developed further using the learnings Heathrow received through the pandemic which have accelerated their approach to agile working which is now business critical. We have received positive feedback from managers and leaders using the campaign collateral to embed the change within their teams. 

Nigel Clarke, Marketing at Heathrow says “I have been working with Creative Triangle for over 14 years. They are an extension of my internal department in a way as they host many products and services for me and act as Guardians and gatekeepers of the brand and certain design strategies. They have a good understanding of the whole airport for marketing channels and have built solid relationships with colleagues. I find them very efficient, timely and cost effective.” 

Evidence of the delivering creative excellence: 

• Awareness and behaviour change campaign 

• Large and varied target audience 

• Many complex stakeholders 

• Key to overall business objectives’ success 

• Surpassed our client’s expectations 

• Positive feedback from users 

• We have been able to build on the project’s success – led to further projects  

• Use of digital communications for speed and cost savings.